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From a Delphi Blog, named something like The Best Brands in America

Like I said before, I love stats and rankings, not just of sports stats, but other stuff too. Looks like LPGA may have an unusual image problem, if you can wade through this to the results

From www.brandcare.info

In this study, the midscale/upscale 18-54 year olds had to prioritize twenty personality characteristics in terms of how much they aspired to be seen as having each trait. Ranking the traits from most to least desired as of December 2008, they were:

1, Intelligent (most desired overall)

2. Caring

3. Genuine

4. Fun to be with

5. Successful

6. Creative

7. Attractive

8. Resourceful

9. Practical

10. Unique

11. Energetic

12. Innovative

13. Environmentally Responsible

14. Spiritual

15. Economical

16. Youthful

17. Carefree

18. Traditional

19. Sophisticated

20. Fashionable (least desired overall)

In roughly the order the attributes are listed above, brand association with these traits was also strongly associated with corporate stock price retention during 2008.
In today's post, the focus will be on Caring, the second most aspired-for trait of midscale-upscale 18-54 yead old U.S. consumers.

The Top 25 brands in attracting people who have very high aspirations to be (seen as) Caring were

1. Gerber (how much more Caring can you get?)

2. Redken

3. Michaels

4. Huggies

5. Bissell

6. Capri Sun

7. Good Housekeeping (thus, an excellent media vehicle for people to advertise their brand to Caring people in a Caring context)

8. Playtex

9. Birds Eye

10. Oshkosh B'Gosh

11. Febreze

12. V-8 (help your family easily get their vegetable servings/exchanges)

13. Tropicana

14. Lee

15. Keebler

16. Hallmark (hmmm... greeting cards but no insurance companies...)

17. Heinz

18. Advil

19. Dr. Pepper (to pep you up so you can be more caring?)

20. Hershey's (top of all 653 brands in overall affection)

21. Secret

22. American Greetings

23. Dress Barn

24. Vicks (I'll never forget my Mom rubbing my chest with Vicks Vapo-Rub...)

25. Maytag

At the other end of the scale are the brands that were more likely to be used by people who, relative to the rest of the sample, de-emphasized the importance of being (seen as) Caring. These people, on average, still gave Caring a middle-of-the-road priority, but nothing like the emphasis placed on it by people who purchased/used the above brands.

Unlike the primarily large, successful brands at the top of the Caring list, these less-Caring brands tended to be much smaller in terms of number of purchasers/users. In fact, the Bottom 15 brands on Caring were all so small that it didn't seem fair to report their results. However, their small size is also a warning to brands that neglect conveying this trait.

Sticking to brands where we found at least 50+ purchasers/users among the random set of people who were asked about the brand, the Bottom 25 on association with Caring were:

1. Troy-Bilt

2. Mercedes-Benz

3. Candlewood Suites

4. Lincoln

5. LPGA (this is a remarkable finding, given that most female-oriented brands do relatively well on Caring; probably something which the LPGA really needs to address)

6. Lenovo

7. Prada (another reason the Devil loves it?)

8. Tazo

9. Intercontinental

10. Hyundai

11. Pella

12. BMW

13. Dunhill

14. Givenchy

15. Acura

16. Thermador

17. Yokohama

18. Ethan Allen

19. Lexus

20. Andersen

21. Mont Blanc

22. Carrier

23. Crowne Place

24. Bali (Blinds)

25. Mitsubishi



For lots more of this kind of information, please visit www.brandcare.info.

See you tomorrow!

Abby Zynzer